BRAND HANDHOLDING.(in agriculture, includes related article)

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A sluggish economy might encourage some industries to pull in the marketing communications reins, but agencies working with agricultural companies say just the opposite is true right now. Given consolidation among competitors and a shrinking customer base, companies are as focused as ever on managing their brands and demonstrating to producers that their products are the right fit for today's agricultural environment. And they are relying on marketing communications agencies to help them do the job.

"Maintaining brand value is critical under any condition, and it is becoming more critical in a competitive market going through depressed times," confirms R. Mark Perrin, president of McCormick Co., Fort Worth, Texas. "We will see brand value become more important tomorrow than it is today because companies will find that it is increasingly difficult to develop and introduce new brands. Existing brands are just going to keep getting stronger."

Like companies in any industry, agricultural businesses need to maintain brand value to retain current customers and attract new ones. Mike Minford, senior counselor, brand development, for Morgan & Myers, Minneapolis, says the shrinking pool of ag customers needs to be reassured that they have made the right brand choices, especially during tough economic times.

"Companies in the auto industry reinforce and reassure customers routinely. They know that branding doesn't stop once the sale is made. Agriculture can take the same strategic approach," Minford says. "We have a whole toolbox full of tactics, from mass communications to scripting for customer service and salespeople--to help us be in touch with producers on a regular and consistent basis."

TRENDS TRIGGER AGENCY AID

Agencies are drawn more and more into the mix to help agricultural companies manage brand value with producers as those companies address the challenges of farm economics, industry consolidation and producer demographic changes. …

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